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Keep reading this blog post! Find out which tools can be used to evaluate the effectiveness of the conducted SEO activities.
SEO agency: performance audit
When to start?
What to do before you start evaluating the effectiveness of the SEO agency’s work? You need to know what the SEO process looks like and what results you may expect.
Improving website visibility on selected keywords or attracting more traffic takes time. If you signed the contract two weeks ago, it’s too early to verify the work undertaken by the agency.
The first visibility increases are noticeable usually after 3-4 months from the start of activities. Only then it’s possible to observe improvement in traffic and conversion.
Implemented optimization changes don’t bring results overnight.
A Google robot needs to notice them, to index new content distribution. Only then you can expect some variations in the organic website visibility.
Backlinks to your website are one of the ranking factors. However, acquiring such links may bring effects either after a few days or even after a month. Therefore, be patient and treat local SEO as an investment that will pay off in the future.
After a few months it’s possible to evaluate the effectiveness of the SEO agency. For this purpose you can use a couple of tools that are available partially or fully for free.
What’s worth checking?
It’s possible to adopt various approaches that will allow you to verify the work of the SEO agency. However, in this blog post, we’ll focus on a few most important ones. With these tools you can analyze elements like:
- website visibility in the organic Google search results;
- website traffic: the number of unique users that visit the site daily/monthly;
- phrase positions: what’s your Google website position on phrases you care about the most.
Obviously, you can check your Google website position manually without using any tools. However, if there are many phrases, the task may be time-consuming and you can be easily misled.
Before you start verifying the positions, log out of all Google applications. Clear your browser cookies! Otherwise you may get personalized results.
Your location is also important. Depending on the city you’re in, you may obtain different results. Another way to check your positions independently is to use the incognito mode.
SEO agency: tools for verifying the work
There are numerous tools that facilitate the process of conducting the SEO agency’s performance audit. What solutions should you take into account? Below you can see a list of the most notable options:
1. Google Search Console
It’s possible to use a tool that constitutes a powerful source of information about your website. This tool is provided by Google completely for free.
However, to obtain the data, you need to confirm that you have access to the website. Shortly after logging in to Google Search Console, you will receive information about your website.
Start with taking a look at the “effectiveness” tab. Notice the graph and information about the:
- total number of clicks in the search results in a particular period;
- number of impressions;
- average CTR;
- average positions.
What does it mean for an SEO agency?
- the total number of clicks denotes website visits that took place as a result of clicking on the search result;
- the next data suggests how many times your website appeared in the search results;
- the average CTR (click-through rate) is obtained by dividing the total number of clicks by the total number of impressions and multiplying it by 100;
- as for the average position, you get the average result for all phrases included in the report.
You can select the time frame and analyze how the results changed over time.
The graph doesn’t always indicate an increasing number of visits. Remember that users visit pages on different days depending on the content and industry. Check out our article about content tool for more info!
In this case, a page discussing taxes attracts the highest traffic during the week. Obviously, its activity certainty decreases on weekends. A website from the tourism industry usually enjoys the greatest popularity on Sundays.
It’s advisable to compare longer periods, such as 30 days ones. For a seasonal business, compare your results with the results from the same month the previous year.
Under the mentioned graph and data, you’ll find keywords that led Google users to your website. The report can also include information about impressions, CTR, and average positions.
The number of impressions of a specific phrase is very high, but the number of clicks is low? It’s worth performing activities that aim at improving visibility on selected keywords.
Nevertheless, it’s possible to notice an increase in the number of clicks only after a few months. Unless you operate in less competitive industries in case of which it may happen sooner.
2. Google Analytics
This is another solution totally free of charge. However you need to add a tracking code to your website. Thanks to it you can obtain a lot of valuable data concerning your website visits.
Right after logging in, you will see a chart with the number of users visiting your page in a given period. Another important data is related to bounce rate.
Bounce rate is the percentage of users who left your website after seeing only one subpage. Of course, the lower the value, the better. However, this factor is largely determined by the industry you operate in.
Web session time indicates how many minutes an average users spend on your website.
With Google Analytics you see visits from all sources, not only from Google. The “Source/Medium” section will allow you to see the sources of your website visits.
When you select the acquisition section, you’ll be able to analyze your bounce rate depending on the source of visits. Referral means that a user came to your website from another website.
To check visits from the search engine, you need to analyze Organic Search. Direct means that users entered your website address directly into the search bar. Social media denote visits from social media channels.
Use Google Search Console to check keywords. Google Analytics isn’t able to provide you with a substantive amount of knowledge in this situation. You’re likely to see the “not provided” notification at the top of the list of phrases.
Remember to start the evaluation once it’s possible to see the results. The local SEO agency should inform you when to expect the effects.
Keep in mind! SEO agencies strive to tailor websites to the requirements of Google algorithms. These algorithms are constantly modified.
New updates caused havoc in the SERPs (Search Engine Results Pages) on numerous occasions. In this case, never jump to conclusions too early.
If you notice any decreases, discuss them with your SEO agency. Depending on modified elements the SEO company will need time after the update to restore your website’s visibility.